Happy Beaujolais Nouveau Day!

Le Beaujolais Nouveau est Arrivé!

There are signs like this all over France today: the new Beaujolais is here! On the third Thursday in November, winemakers from Beaujolais release young red wines, made with Gamay grapes, largely to sell overseas. (Japan and the United States are their biggest markets.) The “Beaujolais Nouveau est arrivé!” campaign started in the 1980s to market the Beaujolais region, and it’s been both a blessing and a curse.

Beaujolais Nouveau isn’t a great red wine, but it’s fun to try. It’s young, quickly produced after the harvest, and cheap (bottles start around $10). And it typically tastes that way.

The Beaujolais Nouveau release campaign hasn’t been so great either. It has definitely helped American and Asian wine drinkers get to know Beaujolais. But, they’ve gotten to know a pretty mediocre wine, and that’s given the entire Beaujolais region a bad rap. It’s been such a problem that many Beaujolais winemakers have stopped making Beaujolais Nouveau. And many foreigners have lost interest in Beaujolais wines entirely.

The best thing about Beaujolais Nouveau day is the local parties. They used to be more plentiful, but there are still cafés in Paris (and all over France) inviting people to come, have some fun, and see just how bad this year’s Beaujolais Nouveau is. I mean, who doesn’t like drinking bad wine in good company?!

Based on the early reviews, this year’s Beaujolais Nouveau is very, very fruity and even a bit peppery. (Beaujolais Nouveau is typically fruity and light.) If you dare to give it a try, keep your expectations low, your mind open, and plan on having it for a little happy hour fun.